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The document discusses the impact of social media marketing on promoting unrealistic beauty standards and unhealthy behaviors, despite brands' intentions to promote a healthy lifestyle. It highlights the role of social learning theory in understanding consumer behavior influenced by social media influencers, who are perceived as more credible than traditional celebrity endorsements. The attractiveness of influencers is shown to significantly affect consumer attitudes and purchase intentions.

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4 views1 page

Domain

The document discusses the impact of social media marketing on promoting unrealistic beauty standards and unhealthy behaviors, despite brands' intentions to promote a healthy lifestyle. It highlights the role of social learning theory in understanding consumer behavior influenced by social media influencers, who are perceived as more credible than traditional celebrity endorsements. The attractiveness of influencers is shown to significantly affect consumer attitudes and purchase intentions.

Uploaded by

pnbf7dc92f
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Unrealistic social dilemma * Title suggestion

Domain:

The social media business is increasingly being used to promote products,


with a rising number of brands employing digital platforms to do so. Despite
the fact that the brand’s intention is to promote a highly healthy lifestyle,
often depicts distressing themes that might lead to unhealthy attitudes and
behaviors related to body image, eating disturbances, excessive exercising
and misuse of [Link] portrays an unrealistic beauty standard to the
users.

Social learning theory by Bandura (1963) has been widely applied in


academic research, particularly in communication and advertising eld. It
acts as a theoretical framework to provide ideas of agents of socialization
that can predict consumption behavior. Social learning theory justi es that an
individual derives motivation and consequently exhibits favorable attitude
from socialisations agents via either direct or indirect social interaction.

This theory has been used in previous marketing studies to evaluate


customer consumption behavior through various socialisation agents
including celebrities and in uencers. Companies typically engage social
media in uencers, such as bloggers with thousands of followers on their
social media accounts, to serve as brand ambassadors based on in uencer
marketing concepts. Customers typically consider social media in uencers
messages as more trustworthy and captivating, as evidenced by 82 percent
of followers, which show that consumers are more likely to follow their
favorite in uencers' suggestions. Due to their amiability in creating
relationship with consumers, social media in uencers are seen as more
credible, trustworthy, and informed than celebrity endorsement promotion
technique, especially for rms that target the millennial [Link]
acceptance rate of advertising has has a high tendency in physical
attractiveness of social media in uencers . We can spot a correlation
between both source attractiveness and consumer behavior and purchase
intention. Theorist; McGuire claims that attractiveness in uences consumers
directly. Positive outcome can be a ected by an attractive social media
in uencer. In uencers with attractive appearance can exert a positive
behavior on many consumers, subconsciously and also capture followers
attention easily and more e ectively .
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